Identity of The New School's College of Performing Arts

The New School is a progressive urban university at the center of Greenwich Village, NYC, and I was hired as their in-house senior digital copywriter. My responsibilities included normal marketing needs, such as advertising campaigns, assets for media buys, video scripting, and community profiling.

One of my first assignments was a request to blend three brands into one. The New School's College of Performing Arts was the amalgamation of three distinct schools: Mannes (the music conservatory), Drama, and Jazz. The new college asked to be better represented on the site, and so a designer and I made it our mission to use visuals and words to connect all three.